According to the company, the new line, called “Wild Spirit,” is made with “real ingredients at real prices that celebrate [individuality].”

Four unique scents are available, each designed to resonate with different personalities of consumers. The scents are “Spring Jasmine”, “Driftwood”, “Chill,” and “First Snow,” the names intentionally including a double-connotation. “Some might say the Spring Jasmine girl resembles the season of Spring – being perky, energetic and upbeat,” notes the company in a press release. “Or that the FirstSnow girl is resilient and cool like the season of winter. But it’s not to say that one doesn’t prefer a little Chill in the dead heat of summer.”

The consumer demographic is expected to range from 16 to 45, the founders explained in a statement, because “age isn’t our focus.” Instead, this line represents each consumers’ “personality and outlook on life. The scents were designed to be combined- layer, mix and match to create your own unique scent that embodies personality, mood, occasion, and aspirations.”

The scents are intended to embrace consumer diversity, and to highlight this each bottle features an image of a different female influencer. Models Ashley Moore, Laura James, Eva Adams and Victoria Germyn represent the individual personalities of each fragrance.

Joyce Lanigan, fragrance designer and CEO, noted that there was a “white space for affordable luxury fragrances. We want to encourage the wearer to experiment with scent and to embrace their own unique self – allow their “wild spirit” to shine through.”

Laura Buntain, the senior buyer at Walmart Beauty, added that to guarantee the best available products for consumers, the company was committed to ensuring “naturally-inspired, clean products that are both on-trend and affordable. We are beyond thrilled to bring our customers this line of eco-conscious, luxurious fragrances at an incredible value.”

“What we put on our bodies is as important as what we put in them,” the press release stressed. “That’s why Wild Spirit products are vegan, contain natural essential oils and are free from parabens,sulphates, and dyes. Wild Spirit is proud to be cruelty-free and formulated here in the USA.”